In this episode of Content, Briefly, Alex sits down with Brad Smith, co-founder of uSERP, to unpack why most content marketing reporting is a waste of time — and what to do instead.

This episode is a companion to Brad's LinkedIn article, "Why Most Reporting Is a Waste of Time" — we'd recommend reading that first for the full framework before diving in.

Brad makes the case that marketers have been stuck in a loop of tracking aggregate metrics that fluctuate constantly but rarely lead to better decisions. He introduces a cohort-based analysis approach that borrows from how paid marketers already think — grouping content by publish date and measuring against realistic time-to-results benchmarks rather than obsessing over yesterday's keyword rankings.

The conversation also dives into the declining traffic reality most content teams are facing, why competitive benchmarking often does more harm than good, and Brad's skepticism around LLM optimization as a standalone tactic. Plus, Alex puts Brad on the spot with a live Superpath strategy exercise — walking through how Brad would set up goals, choose topics, and measure success for a content marketing community starting from scratch.

This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package.

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Useful Links:

Follow Alex on LinkedIn: https://www.linkedin.com/in/alex-hilleary/Follow Brad on LinkedIn: https://www.linkedin.com/in/bsmarketer/ Read Brad's article: https://www.linkedin.com/pulse/why-most-reporting-waste-time-how-fix-cohort-based-analysis-smith-ipbyc/ uSERP: https://userp.io

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Why Most Content Marketing Reporting Is a Waste of Time